If your goal is to monetize your art, art licensing can be a powerful way to do so. But to really succeed, it's crucial to understand what’s in demand and why aligning your work with these demands can lead to greater success.
Now, if you’d rather create fine art geared toward selling originals or gallery art then you have free rein to create whatever type of art you want. However, if your dream is to create product lines that sell in major retailers then you need to hone in on what art directors actually need from you.
There are very specific themes you need to be thinking about when you create your artwork. And it’s just not worth your time to create art that no one needs. As harsh as that may sound, at the end of the day we’re all time-starved, am I right?
Understanding Market Demand
Retailers and manufacturers are always looking for fresh, appealing designs that will attract consumers. This means they’re usually chasing trends or seasonal themes that are already proven to be hits.
As an artist, understanding these market demands can help you create work that meets the needs of the market. But that doesn’t mean you need to “sell out” on your individual style. In fact, bringing your unique style to these popular themes is where you actually begin to stand out.
When you design what stores need…
You open yourself to increased opportunities:
Retailers are more likely to license work they know will sell well. By creating themes that are currently popular, you increase your chances of getting noticed.
You create an income stream:
Art licensing can provide an income stream through royalties. A more consistent demand for your work leads to more ongoing royalty payments.
You expand your audience:
When your art is licensed, it gets exposed to a broader audience and people who buy products with your designs might become fans of your work. This can lead to additional sales of original pieces, prints, and commissioned work.
You stay more relevant:
Staying relevant requires adaptability. By keeping an eye on trends and producing art that meets current demands, you position yourself as a versatile and market-savvy artist.
Tips for Aligning Your Art with Market Demands
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Research trends and keep up with industry reports, attend trade shows, and follow design blogs to stay informed about current and upcoming trends.
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Network and build relationships with retailers and manufacturers to understand their needs and get direct feedback on your work.
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Offer a range of styles and themes to appeal to different segments of the market - ie. motivational art for stationery vs Christmas art for home decor. This can increase your chances of securing multiple licensing deals.
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Be Authentic and don’t lose your unique artistic voice. Find a balance between making mass-market art and your unique personal expression.
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Understand what the most in-demand themes in art licensing are.
5 Key Themes to Brainstorm
Here’s a sample of what art directors are always looking for:
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Seasonal and Holiday Themes
I tell students in my License & Launch course to stockpile their portfolios with seasonal art because retailers sell a TON of Christmas products! Fun Fact: The global Christmas market size is expected to be worth USD 8.09 billion in 2024 and grow to USD 9.73 billion by 2029!! And YOU can tap into this!
Think Christmas, Halloween, and Easter with designs ranging from traditional to contemporary, with motifs like Santa Claus, Easter eggs, and Halloween pumpkins. You can also ponder the seasonal weather that aligns closely with these holidays.
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Nature and Landscapes
This category encompasses a wide range of sub-themes such as forests, mountains, beaches, and wildlife. Landscapes are appealing for so many products, from home decor to stationery – be they realistic or fun and playful.
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Abstract and Geometric Designs
Abstract art and geometric patterns are versatile and trendy, often used in modern and contemporary product lines. These designs can be easily adapted, from throw pillows to wall art to stationery. But there is also great variety here, from clean-line minimalism to bold, colorful, and messy.
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Florals and Botanical
Floral and botanical designs are timeless and widely loved. They’re especially popular in categories like textiles, wallpaper, stationery, and fashion. This theme often includes detailed illustrations of flowers, leaves, and plants. And can be both traditional and playful.
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Animals and Wildlife
Animal and wildlife themes are diverse, ranging from realistic depictions to whimsical and cartoonish illustrations. These themes are popular in children's products, fashion, home decor, and more. Sub-themes like pets (dogs, cats), exotic animals, and marine life are also very popular.
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Inspirational and Motivational Quotes
Art that incorporates uplifting messages or motivational quotes flies off the shelves. These pieces are very popular with office decor, planners, and journals. Experimenting with different typography can turn simple words into impactful art. Play with different fonts and styles to create unique designs.
Art licensing may be a creative job but it does still require a strategic approach. By painting themes that stores need the most, you can increase your chances of success and stop wasting precious hours that, most of us, just don’t have.
Research trends, know your in-demand themes, stay adaptable and create art that resonates with both retailers and your own sense of style. In doing so, you’ll not only open yourself up to greater success but you’ll also expand your artistic reach and influence.